Brands including Samsung, Farfetch and Clinque are leveraging the power of live video support to enhance their growing online sales, as video becomes the latest ‘must have’ in the ecommerce revolution.
Working with interactive live video streaming provider Bambuser, brands are increasingly using video in conjuction with other tools – including SMS and email, OTT messaging and social media – to interact with brands and share that interaction.
“All industries and any retailer with the ability to sell online has the ability to utilise live video shopping,” says Sophie Abrahamsson, CCO at Bambuser. “For example, we work with a wide range of brands within different industries, including Samsung, Farfetch and Clinique. We primarily target larger retailers that have a clear B2C marketing strategy and want to own and control both the brand narrative and the customer data. Unlike social media players operating in this space, our technology enables larger retailers to curate shows in a way that resonates with their brand, making the content a consistent continuation of their existing brand messaging and a native part of their online shopping experiences. Not to mention – they maintain complete control over customer and transaction data.”
Abrahamsson continues: “Certain industries such as beauty and skincare, have led the way with early adoption. This mainly because their customers are already used to video tutorials on platforms such as YouTube and Instagram, so the step into live video shopping is easy. For the fashion industry in particular, the visual aspects have been key, as shoppers are able to see what pieces of clothing looks like and fits on different and diversified bodies, how to style with different accessories, such as adding a belt or dressing it up with heels as well as the possibility to ask questions around garments, textures and care.”
She concludes: “During the first half of 2020, an average viewer of a Bambuser-supported Live Video Shopping show watched for 11.18 minutes, and 12 percent added at least one item to their shopping cart. The average add-to-cart rate skyrockets to 36% for the beauty brands.”
As a result, Bambuser is adding a range of new features to Live Video Shopping platform. These will enable brands and retailers to drive deeper customer engagement and maximize the impact of their live streaming e-commerce initiatives, both during and after the events.
Included in the enhancements is the ability to offer multi-domain broadcasting, with increased abilities for multi-location retailers to easily offer location-based live experiences for a single stream.
For example, a show can be hosted on a .com domain in English with prices in pounds, but when accessed from the retailers’ .fr domain, the content will be in French and Euros. With this capability, the retailer gets more value from one stream while maintaining a uniform customer experience and more of potential audience can participate in the experience without issues like language barriers.
It also offers more direct audience engagement in chat, making Live Video Shopping more conversational by allowing retailers to quote and respond to audience posts, which enhances the sense of connection between retailer and shopper. Closed captioning (CC) has also been added, enabling retailers to make Live Video Shopping experiences accessible to people with hearing loss, a particularly important feature for compliance with the Americans with Disabilities Act (ADA) in the US.
The update also includes a simplified process for sharing, which makes it easier for shoppers to invite friends to live streams and recorded shows via social media, email and SMS, and “pinned comments,” which allow retailers to promote specific content and products in chat.
Bambuser is also launching functions that help retailers maximize the long-term value of Live Video Shopping, with more robust reporting and less administrative burden. The platform’s customer-facing performance monitoring dashboard has been redesigned for ease of use.
Furthermore, Bambuser added a new feature that offers auto-play calls to action (CTAs) as well as a ready-made archive where shows are automatically saved and organised so they can continue to be beneficial long after the live event concludes.
“Live Video Shopping is increasingly popular for good reason – it’s very effective. Still, it’s important that retailers keep control of their brand experience and customer relationships. That’s why Bambuser is focused on bringing to market the best solutions for engaging customers and driving sales with live streams in their own environments,” said Jesper Funck, Chief Product Officer at Bambuser. “We are committed to remaining at the forefront of technology enabling the future of shopping and continuing to help retailers and brands convey their personalities and sustain differentiation, ultimately protecting them from commoditization.”